Lomography is back on the scene with its second film camera release this month. Only a couple weeks after reintroducing the Baby Fisheye 110, the analog-minded photo brand has returned with a new point-and-shoot that takes 35mm film cartridges, the LomoApparat.
The Apparat comes to market just as film is having an unexpected moment. Gen Z creators, influenced by social media mavens like Kylie Jenner, are reaching to analog cameras to express themselves, capture moments, and break out of the digital rut.
Lomo is well equipped to meet the fresh market demand. The company is now nearing its 30th anniversary (PCMag interviewed its founders for Lomo's 25th birthday, back in 2018) and never stopped making film cameras. The brand has long been the go-to option for creators who like to use film, but aren't quite committed to paying collector prices for well-maintained classics, and for fans of lo-fi toy cameras.
The Apparat looks to be a bit more capable, though. Its pocketable form factor sports a 21mm f/10 lens with fixed focus, and ships with a close-up adapter for 7.8-inch (0.2-meter) close-ups. A built-in flash is onboard so you can use the relatively dim lens indoors or in the shade, with power provided by a single AA battery. The shutter is fixed at 1/100-second, and you get some colored gel filters for the flash. Lomo includes a prismatic Kaleidoscope filter, as well as a split-frame Splitzer accessory to block part of the frame for creative multiple exposures.
At launch, Lomography is bringing the Apparat to market in two colors. The basic black edition is priced at $89, while the more colorful Neubau Edition is wrapped in a reddish tan Italian leather covering and sports a silver body with blue accents and sells for $99.
If you're interested in the LomoApparat, it is available for preorder now. Lomo indicates holiday shoppers can expect to get the camera by December 24 if you opt for express shipping ($13), while the standard $7 shipping will get you the camera much later, around March of 2023.